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RANGE ROVER & LAND ROVER BRANDS NEW OWNER “FIRST 60 DAYS” WELCOME CURRICULUM

Land Rover: The First 60 Days

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Land Rover came to Wunderman/Team Land Rover with a challenge:

As the result of years of investment in production quality, actual new vehicle quality had never been higher.

Yet the 2010 JD Power IQS study, which measures customer satisfaction in the first 60-days of ownership, ranked Land Rover last.

Using direct mail, email, web and social, The First 60 Days aimed to enhance initial customer satisfaction, and to improve Land Rover’s position in the J.D. Power Initial Quality score, by influencing owners prior to the survey.

Capability meets Complexity

§  Land Rover vehicles are known for their “go anywhere” capability. However, analysis of survey data, call center reporting, and retailer feedback, led to the insight:

Consumers don’t “read the manual” – and who can blame them?

§  Common problems such as an inability to pair Bluetooth-enabled smartphones, or understanding their “Smart Key” keyfob, and programming Navigation, drove disappointment with a luxury purchase.

Idea •  A cross-channel, integrated curriculum designed to welcome, embrace

and educate new owners about the brand, their new vehicle and what lies ahead for them.

Key Touchpoints: •  Revamped Direct mail and e-mail, driving to a new Owner microsite,

featuring tailored and shareable experiences, and educational content to engage and excite new customers.

•  A native mobile application to bridge the gap between the the owner’s manual in the glove box, to their customer’s iOS device or Android phone.

Solution: The First 60 Days

New Owner Welcome “Journey”

consumer touch points

cross-channel integration

In addition to digital and CRM enhancements, Team Land Rover mapped all Owner engagement channels and recommended holistic improvements:

CREATIVE EXAMPLES

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“Mosaic” Welcome Package

Post-purchase mailing had previously contained a sedate Roadside Assistance card. The new campaign included the card, but with a new package and USB key that automatically launched a vehicle-specific microsite.

“Mosaic” Welcome Email

•  Nameplate-specific emails: Range Rover Sport buyer receives Range Rover Sport creative, featuring “Mosaic” of thousands vehicle images from rich brand heritage

•  Calls to action showcase educational content, mobile application, social media channels, Land Rover Gear, and more

“Mosaic” Welcome Landing Pages

Introduce the program and promise tailored, rich, helpful, and fun content

• Owners were greeted by a mosaic of their vehicle created from hundreds of images from the lifecycle of a Land Rover including on and off road experiences and events.

•  Instructional videos showed owners how to get the most out of the advanced technologies fitted to their vehicle

• Users could also personalize a vehicle mosaic from their own photos using photos from Facebook, Flickr or elsewhere, to display their pride of ownership without “showboating”

Customizable Vehicle Mosaics

Digital Microsite with Social Integration

Owner “Quick Start Guide” v1.0

Developed with a “lean” mentality, the mobile “Quick Start Guide” contained essential information, with future enhancements planned. Content was sourced and ported into a mobile CMS at a breakneck pace to make the cross-channel launch date.

Response (2-month results) An engaging experience….

-  Users watched an average of 2 videos per visit, and averaged 6 minutes and 58 seconds when accessing the microsite.

-  Welcome email landing page bounce rate reduced from 87% to 2.1%

-  Direct mail response rate increased by 20x over prior program, and exceeded industry benchmark by 3x.

…Delivered the goods -  Thousands of new owners engaged with the content, and in the next J.D.

Power I.Q.S. survey, Land Rover’s score improved 73%.

Land Rover: The First 60 Days

Results

Over and above the program’s success with customers, industry recognition for Land Rover: The First 60 Days helped pave the way for the brand to turn from a proper stalwart to an authentic expert.

Turning the tide: Awards

2011 Interactive Advertising Competition Awards •  Best Automobile Integrated ad campaign •  Best Mobile Integrated ad campaign